First off the starting block we have Gartner with the claim that 51% of companies plan an average increase of 17% in their digital marketing budgets next year.
The bigger you are, the bigger the percentage of revenue will go on the marketing budget. Companies with revenue of $5 billion or more plan for 11%, compared with 9.2 per cent for those with revenue between $500 million and $1 billion.
Other numbers and predictions of note:
- Some 50% of companies plan an increase in overall marketing budgets, with the average 2015 increase will be 10.4 per cent.
- Of those, the ones that report outperforming competitors said their planned 2015 increase will be 13.6%.
- The highest marketing technology spend in 2014 was for improved customer experience.
- Some 68% of respondents said that their company had a separate digital marketing budget.
- Some organisations have a digital marketing budget in total (32% of respondents), others in detail (36%), while others have incorporated digital marketing into each function of the marketing budget (23% ) or none of the above (8%).
- Expenditures for digital advertising will grow in 2015, as brands, ad agencies and publishers invest in ways to deliver more-relevant advertising to people.
- In 2015, digital advertising will share its top ranking with mobile marketing.
Laura McLellan, research vice president at Gartner, says:
The line between digital and traditional marketing continues to blur. It's less about digital marketing than marketing in a digital world. Hence, marketers manage a much more balanced and integrated marketing mix than in previous years, which were characterised by online and offline silos. The resulting digital experience moves customers toward a more self-service buying model, allowing reductions in sales budgets that were designed around older, physical models.
The predictions are based on Gartner's Digital Marketing Spending report, which itself is based on a survey of 315 individuals located in the US, Canada and the UK.
I predict...the first of many.